Now for the model (click the links to the right of each word if you don't want to read):

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SHARE  (see https://storybrand.com/how-to-tell-the-right-story-video-1/)

•  The first step in the SHARE model is story. Content is queen, and the content for your social media marketing comes from your StoryBrand BrandScript. See example above and click it to download.
•  Social media marketing is usually brand marketing, not direct marketing. That means that most of the time your goal is not an immediate sale.
•  Effective social media marketing should always open the story gap, move followers up an engagement ladder, and then close the story gap with a call to action.
•  Your social media bank account only thrives with give-and-take. Remember the 80/20 rule. Deposit value 80 percent of the time by opening the story gap with your content. Then, 20 percent of the time make a withdrawal by closing the story gap with a call to action.
•  To balance your social media budget, vary the types of content you deposit and withdraw. Content should come from different content envelopes, including things like curated content, original content, articles, quotations, statistics, testimonials, direct calls to action, transitional calls to action, impactful images, selfies, video, etc.

HOW (see https://storybrand.com/how-often-should-you-post-video-2/)
Learn the practical logistics of how to post your content. Remember:
• Determine your brand’s priority social media platforms (facebook, Instagram, Pinterest, Twitter, LinkedIN, Tik-Tok, etc.). Concentrate on the platforms that matter most to your brand.
• To decide how many accounts you need on each platform, remember that the fewer accounts you have, the better.
• Whom posts - matters less than you think. When to post matters more. Time of day, day of the week, and season of the year are all considerations.
• Third-party tools can help with scheduling, curating, and analytics. Hootsuite, Buffer, Sprout Social, and Sendible are all good platforms that offer different benefits.
• Consistency is important. Ensure that you create a social media schedule and social media editorial calendar that work for your audience and your brand’s bandwidth.
• Use pattern disruption and selective break-taking to your advantage.

AUDIENCE https://storybrand.com/is-a-bigger-audience-really-better-video-3/
Your social media marketing should be about your audience, not your brand. Remember:
• Your brand is not your hero; your customer is.
• Your customer (or potential customer) is your follower. Reframe your social media account to make it about them.

• Cultivate empathy on social media matters to build a relationship with your customers and reach long-term success. Remember this equation: Empathy + Connection = Social Media Engagement.

• Generate empathy (and engagement) by telling a great story, helping someone, and asking questions.
•  Don’t post and ghost. Great social media marketing requires real-time connection and engagement with your audience.

REACH https://storybrand.com/the-best-way-to-measure-your-reach-video-4/ 
To amplify your brand on social media, it’s important to expand your reach. Remember:

•  Craft a killer social media profile that increases your authority and opens the story gap by using your BrandScript.
•  Prioritize your existing social media tribe over new followers every day of the week.
•  The three ways to get new followers on social media are to create great content, use influencer marketing, or pay for advertising to boost either of those strategies.
•  Great hashtags can put great content on steroids. When crafting a hashtag, be as general as you can without using a term people already associate with something else.
•  Concentrate on reaching influencers in a way they like. Remember that it’s a long-tail game that relies on finding the right niche, finding the right influencer, and engaging with them over time.

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EXCELLENCE  https://storybrand.com/know-youre-doing-it-right-video-5/
Fine-tune your social media marketing efforts to reach long-term excellence. Remember:
•  Always ask yourself how you can get followers to identify with, and move toward your story.
•  The real-time nature of social media means that you don’t always know what’s going to happen. Make that a good thing.
•  On social media, it’s about rolling with the punches. If your brand makes a social media mistake, own up to it. Fast.

 

Social media gives your customers a public place to share their grievances. Sometimes they will do just that. If the comments aren’t offensive, let the dialogue take place, and don’t delete the negative content. Whenever you can, try to turn a negative conversation into a positive one.

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As mentioned at the beginning, the SHARE model for social media marketing success builds off the StoryBrand Framework, the marketing approach highlighted above that thousands of companies of all sizes have used to clarify their message. That’s why the first step in the SHARE model is story. Your brand needs a great social media story, and that comes from your StoryBrand BrandScript.

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